ROMA (ITALPRESS) – Passion reminds us why we are alive. The tenacity, which limits are exceeded. Freedom, which is nothing more precious. From these three values comes the collaboration between DR Automobiles Groupe and Gessica Notaro, ambassador for the 2026/2027 of the brands of the group. Polyhedric figure, Gessica Notaro has transformed the experiences that marked its path into a push towards the future and in a concrete commitment. Artist, singer, performer, amazon and entrepreneur, crosses different worlds – from theater to music, from horses to social awareness – bringing in each determination and ability to reinvent itself. It is this force, combined with its natural versatility, to represent the guiding thread of collaboration. The partnership, lasting twelve months, accompanies the public through narrative territories linked to the values that mark the campaign. A route in which cars become expression of different dimensions of Gessica’s personality. Among the values at the centre of the campaign, freedom is found in ICH-X – the off-road brand of DR Automobiles Groupe – its expression more linked to exploration and open spaces. The bond of Gessica with horses and nature is reflected in its everyday life, between the stables, movements and routes outside the city where ICH-X becomes the means that allows it to move with autonomy and versatility. Sportequipe gives voice to the passion of Gessica for the stage: a world in which the study and discipline precede every performance. The journey to the show and the return home becomes an integral part of the performance: a space of concentration in which to channel the energy before going on stage and rediscover the emotion in closed curtains. It is in this path that its artistic dimension finds the maximum intensity. With Tiger, the campaign expresses the strongest and most resilient shade of Gessica’s personality. The tenacity, the strength with which he chose to take back his life in his hand, as a capacity to transform a painful experience into awareness and commitment. A story that surpasses the past to focus on the ability to react and experience a change engine. With DR, the story finds its synthesis in the journey of those who face each turn with courage and continues to choose their own path. The aim of the partnership is to build a shared account between DR Automobiles Groupe and Gessica Notaro, in which brands find in its personality a point of connection with the public and the car becomes an expression of independence and identity. At the center of the project, a 30-second spot where DR, Sportequipe, ICH-X and Tiger live in a single choral story. The narrative continues on social channels with a campaign in collaboration with the ambassador: brand and video content from the editorial cut, in which Gessica tells on board the cars. “The collaboration with Gessica Notaro stems from the will of DR Automobiles Groupe to build a campaign that knows how to go beyond the story of our models and their characteristics – said Massimo Di Tore, Director of Communication &Marketing of the Molisano group. It is a project in which we believe and wanted to develop with a figure capable of transmitting authentic values, such as Gessica, which has transformed a difficult personal history into a path of awareness, commitment and awareness. His presence in our campaign is an opportunity for us to talk about cars, but also to light the spotlight on a theme that is particularly at heart: violence against women. It is a phenomenon that requires attention, responsibility and above all a profound cultural change, in which communication can also play a role. With this collaboration we want to give space to a message of respect, freedom and self-determination, values thatand we believe important also in the way a brand dialogues with its audience. For DR Automobiles Groupe to communicate not only means to present a product, but also to tell a vision and assume, when possible, a responsibility towards the community. With Gessica Notaro we chose to combine these two aspects: on the one hand the story of our models, on the other a testimony capable of generating attention and awareness on a theme that concerns all of us”.
– Press office photos Dr Automobiles Groupe –(ITALPRESS).
